Pengaruh Sertifikasi Halal, Citra Merek, dan Harga terhadap Keputusan Pembelian Goo Wonton dan Mie Jebew
DOI:
https://doi.org/10.69714/fg4t7276Keywords:
Halal Certification, Brand Image, Price, Purchase DecisionAbstract
This study examines the effects of halal certification, brand image, and price on consumers’ purchasing decisions for Goo Wonton and Mie Jebew Palimanan. The purpose of this study is to determine the partial and simultaneous effects of halal certification, brand image, and price on purchasing decisions. This research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 100 consumers of Goo Wonton and Mie Jebew Palimanan using purposive sampling. The research instrument used a Likert scale and was tested for validity and reliability. The reliability test resulted in a Cronbach’s Alpha value of 0,938, indicating that the instrument had good internal consistency. Data were analyzed using descriptive statistics, classical assumption tests, multiple linear regression, t-test, F-test, and the coefficient of determination (R²) using SPSS. The results showed that halal certification had a positive and significant effect on purchasing decisions, with a regression coefficient of 0,196, t-value of 3,420, and significance value of 0,001. Brand image also had a positive and significant effect, with a regression coefficient of 0,340, t-value of 4,134, and significance value of 0,000. Price had the strongest positive and significant effect, with a regression coefficient of 0,487, t-value of 5,731, and significance value of 0,000. Simultaneously, halal certification, brand image, and price had a significant effect on purchasing decisions, with an R² value of 0,845, indicating that 84,5% of the variation in purchasing decisions was explained by the three independent variables.
References
[1] GoodStats. (2024, December 29). Meneropong stabilitas industri makanan & minuman di era digital. GoodStats.
https://goodstats.id/article/meneropong-stabilitas-industri-makanan-miuman-di-era-digital-grYYa
[2] LPPOM MUI. (2023). Survei preferensi konsumen Indonesia terhadap produk bersertifikat halal. LPPOM MUI.
[3] Muchlis. (2023). Peran Majelis Ulama Indonesia dalam penetapan fatwa DSN-MUI. Ecopreneur: Jurnal Ekonomi dan Bisnis Islam, 4(2), 164–172.
[4] Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed., Global ed.). Pearson.
[5] Khofifah, S., & Supriyanto, A. (2022). Pengaruh labelisasi halal, citra merek, online customer review, celebrity endorsement dan perceived advertising value terhadap keputusan pembelian produk kosmetik yang bersertifikat halal. Jurnal Manajemen dan Penelitian Akuntansi, 15(1), 1–13. https://doi.org/10.58431/jumpa.v15i1.187
[6] Monroe, K. B. (2003). Pricing: Making profitable decisions (3rd ed.). McGraw-Hill/Irwin.
[7] Dinas Koperasi dan Usaha Kecil dan Menengah Kabupaten Cirebon. (2023). Rencana strategis (Renstra) perubahan Dinas Koperasi dan Usaha Kecil dan Menengah Kabupaten Cirebon tahun 2019-2024. Pemerintah Kabupaten Cirebon.
[8] Kuwatno. (2024). Pengaruh etika pemasaran Islam, kualitas layanan dan kualitas produk terhadap loy-alitas pelanggan fashion Muslim e-commerce Shopee. Ecopreneur: Jurnal Ekonomi dan Bisnis Islam, 5(1), 50–61. https://www.journal.bungabangsacirebon.ac.id/index.php/ecopreneur/article/view/1985
[9] Fathurrahman, A., & Pratiwi, A. A. (2023). Pengaruh label halal dan celebrity endorsement, citra merek terhadap keputusan pembelian produk kosmetik Wardah. Entrepreneur: Jurnal Bisnis Mana-jemen dan Kewirausahaan, 4(3), 38–49. https://doi.org/10.31949/entrepreneur.v4i03.5592
[10] Nasution, P. (2023). Pengaruh sertifikat halal terhadap minat dan keputusan pembelian kosmetik Wardah di Kecamatan Barumun. [Skripsi, Universitas Islam Sumatera Utara]. https://repository.uisu.ac.id/bitstream/123456789/1941/2/Abstrak.pdf
[11] Sukmawati, & Prasetyo. (2022). [Data bibliografis belum dapat diverifikasi secara memadai. Nama lengkap penulis, judul, jurnal/penerbit, volume, nomor, halaman, dan DOI/URL perlu dikonfirmasi dari sumber asli.]
[12] Hanifah, H., & Sari, L. P. (2022). Pengaruh citra merek, harga, dan sertifikasi halal terhadap loyalitas merek pada Zoya. Islamic Economics and Business Review, 1(1), 45–58.
[13] Kementerian Koperasi dan UKM Republik Indonesia. (2023). Laporan kinerja Kementerian Koperasi dan UKM tahun 2022. Kementerian Koperasi dan UKM Republik Indonesia. https://kemenkopukm.go.id
[14] Nunnally, J. C. (1978). Psychometric theory (2nd ed.). McGraw-Hill.
[15] Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25 (Edisi ke-9). Badan Penerbit Universitas Diponegoro.
[16] Ismaulina, I. (2020). Pengaruh labelisasi-halal, citra merek dan harga terhadap keputusan pembelian mie instant Indomie. Jurnal MANAJERIAL, 19(2), 185–197.
https://doi.org/10.17509/manajerial.v19i2.23736
[17] Prastya, Y., & Suryadi, S. (2020). Pengaruh labelisasi halal dan citra merk terhadap keputusan pem-belian produk mie Korea pada konsumen di Kota Metro. Jurnal Manajemen DIVERSIFIKASI, 1(1), 1–11. https://doi.org/10.24127/diversifikasi.v1i1.503
[18] Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (12th ed., Global ed.). Pearson.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Jurnal Ekonomi Bisnis dan Kewirausahaan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
